Loyalty Program Branding by Design
Marriott International, Inc. is a leading global lodging company with more than 6,500 properties across 127 countries and territories. Marriott International reported revenues of more than $22 billion in fiscal year 2017. Founded by J. Willard and Alice Marriott and guided by family leadership for 90 years, the company is headquartered outside of Washington, D.C. in Bethesda, Maryland.
In 2015 Marriott launched a new hotel program called Accolades. The goal of the Accolades program was to acquire sales and gain loyalty from high-end leisure travelers and other targeted customer segments for Marriott’s upscale Lifestyle & Luxury hotels. The program offered special amenities for clients and a private concierge desk to call for assistance with reservations, tickets, favors, etc.
Marriott wanted to create a visual brand for the Accolades program to set it apart from other internal programs while capturing the attention of travel brokers worldwide. They also wanted to ensure the look/tone/feel (LTF) helped convey the upscale approach they were targeting.
Ballyhoo was brought in to determine the overall LTF for the loyalty program branding.
Additional creative deliverables included the program mark, presentation and Word templates, web banners, image style and usage guidelines, color palette, illustration style and graphic treatments. These gave Marriott the needed tools to communicate across different media platforms.
Business Travels Fast
The client was pleased with the execution and efficiency of the Ballyhoo team. The loyalty program branding provided Marriott more options to drive business from specialty travel agencies, and to build loyalty and affinity with guests and travel agents.
— Shelly Ransom
Marriott International, Inc.